Commuters in London this morning were treated to a taste of Gilead’s oppressive laws as part of a campaign by 4Creative promoting the return of drama series The Handmaid’s Tale. The front of the Metro newspaper featured a cover wrap stating “Women are not allowed to read this newspaper” while the expansive digital billboard at Waterloo station simply said: “The city is no place for a woman. A woman’s place is at home.”
Displayed with little to no explanation initially, the bold campaign has drawn inquisitive double takes from passersby, though each is followed by a “reveal” showing Elisabeth Moss’ character Offred holding a burning headdress – a signifier for fans of the show. 4Creative sought to channel the culture of Margaret Atwood’s fictional patriarchal regime, which controls the fate of women and removes their freedoms, bringing its fundamentalist ways into everyday life.
“In a world where women are quite rightly demanding equal pay, speaking out against harassment and where gender equality is such a hot topic, we wanted to sneak up on people unexpectedly and create temporary outrage with a controversial campaign to launch the second season of The Handmaid’s Tale,” says Alice Tonge, head of 4Creative.
Other digital posters around the UK display statements such as “Women have no business doing business,” and “The only job for a woman is to reproduce”. The campaign will roll out across cinemas, Kindle and social media ahead of the launch of series two this Sunday 20 May at 9pm.
- Have an ogle at Sein Koo’s marker pen illustrations of all things food-related
- Albert magazine's analytical yet colourful design proves how “knowledge can also have sex appeal”
- Typeface Ciao communicates auditive intonations of the spoken word
- Photography duo Luke & Nik talk us through the inspirations for their analogue manipulation
- Filmmaker and writer Pedro Neves Marques merges biopolitics with sexual politics
- Dinamo's Fabian Hard on exploring new technology with typography
- True's sixth issue thoughtfully showcases emerging and established photographers
- It’s cheese but not as you know it: ManvsMachine’s TV ads for Castello
- Jon Gray on designing book covers for Zadie Smith, Sally Rooney and other literary giants
- WeTransfer tell users to "Please Leave" in new short film
- Graphic Fest has all you need to know about visual identities for festivals and fairs
- Master one style or stay versatile? Illustrators discuss the pros and cons